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论文编号：	15990
作者编号：	1120221293
上传时间：	2026/6/2 11:16:53
中文题目：	背景音乐节奏对消费者购买旅程中行为决策的影响研究——基于认知加工视角
英文题目：	The Effects of Background Music Tempo on Consumer Decision-Making Across the Purchase Journey: A Cognitive Processing Perspective
指导老师：	杜建刚
中文关键字：	感官营销；背景音乐节奏；调节定向；产品功效推断；责任归因
英文关键字：	Sensory marketing; Background music tempo; Regulatory focus; Product efficacy inference; Responsibility attribution
中文摘要：	背景音乐作为商业环境中无处不在的感官要素，已被广泛应用于视频广告、实体零售及服务场景之中。其中，音乐节奏作为最易被感知且具有重要行为影响力的音乐属性之一，长期以来受到学术界与行业的关注。然而，既有研究多从情绪唤醒的视角理解音乐节奏的作用，对于其如何通过影响消费者认知加工过程进而作用于判断与购买决策的机制仍缺乏深入探讨。同时，现有研究对视频广告说服、功效型产品评估以及服务失败管理这三类关键营销管理情境关注有限，而这三类情境分别对应消费者购买旅程中的购前、购中与购后阶段。因此，学术界和业界对于商家在上述营销情境中如何选择和运用背景音乐仍缺乏明确指导。基于此，本研究从认知加工视角出发，通过三项逻辑承接的子研究，考察背景音乐节奏在上述三类情境中分别通过“加工策略”“概念隐喻”与“责任归因”三个认知机制对消费者行为决策的影响，旨在构建一个贯通多类营销情境的音乐节奏认知影响研究框架。 研究一聚焦视频广告说服情境，旨在考察背景音乐节奏对不同调节定向视频广告效果的影响。该情境对应消费者的购前阶段，即消费者在无意识或无计划的情况下接触视频广告，此时广告需要能够快速激发消费者的购买意愿。通过分析来自中国头部短视频平台的26,025条用户级视频广告行为数据，并结合三项情景实验研究发现：在促进定向广告情境下，快节奏音乐能够显著增强消费者的感知时间压力，进而强化其对启发式加工策略的依赖，从而提升其对视频广告推荐产品的购买意愿；而在防御定向广告情境下，消费者更倾向于采用系统化加工策略，从而有效屏蔽背景音乐节奏的外部干扰，使节奏效应不再显著。感知时间压力与决策加工策略在其中发挥链式中介作用。 研究二聚焦功效型产品评估情境，旨在探讨背景音乐节奏如何通过潜意识层面的概念隐喻，引导消费者对功效型产品产生更高的功效感知与购买意愿。该情境对应消费者的购中阶段，即消费者已确定想要购买功效型产品，但无法直接验证其真实功效，因此需要借助外部可感知线索推断产品功效。通过三项情景实验、一项内隐联想测验（IAT）以及在Facebook平台进行的田野实验发现：快节奏背景音乐能够显著提升消费者对功效型产品的功效推断，并进一步增强其购买意愿。内隐联想测验验证了“快节奏 ＝ 强有力”这一潜意识概念隐喻机制的存在。此外，产品成分获取难度在该效应中发挥调节作用：当品牌强调产品核心成分获取难度较高时，快节奏背景音乐对产品功效推断与购买意愿的促进作用显著增强。最后，在Facebook平台进行的田野实验进一步支持了该效应在真实商业环境中的外部效度。 研究三聚焦服务失败管理情境，旨在探讨背景音乐节奏如何在服务失败发生之前，通过影响消费者的认知思维方式，缓解其对商家的责任归因及后续惩罚行为意图。该情境对应消费者的购后阶段，即消费者已完成购买，但由于服务过程中出现问题，导致体验不佳。通过涵盖三类服务失败场景的情景实验研究发现：与快节奏音乐相比，慢节奏背景音乐能够激发消费者的整体性思维，使其从更宏观、多元的视角审视服务失败的成因，从而降低对商家的责任归因，并进一步减少其进行差评和投诉的可能性。整体性思维与责任归因在背景音乐节奏影响消费者惩罚行为意图的过程中发挥链式中介作用。 本研究综合采用了大规模真实广告数据分析、情景实验、内隐联想测验及田野实验等多种研究方法，以确保研究结论的内部效度和外部效度。正式实验有效参与者为1,938名；若结合真实行为数据与田野实验数据，总观测量超过44,000条。其中，研究一包含26,025条真实广告行为数据分析，并结合三项情景实验（共565名有效参与者）；研究二包含三项情景实验及一项内隐联想测验（共853名有效参与者），以及覆盖约13,511名用户的Facebook田野实验；研究三的三项情景实验共获得520名有效参与者。所有实验均通过Credamo平台招募，样本覆盖在校学生与社会群体，从而增强研究结论的跨群体适用性。 综上所述，本研究揭示了在视频广告说服、功效型产品评估及服务失败管理三类覆盖消费者购前、购中与购后旅程的重要营销情境中，背景音乐节奏如何通过不同认知加工路径影响消费者行为决策。在理论层面，本研究在既有感官营销、视频广告与服务失败管理研究基础上，进一步拓展了背景音乐节奏相关理论在多类营销情境中的应用边界，并深化了对听觉环境线索如何影响消费者认知加工与行为决策的理解。同时，研究发现也为企业在视频广告背景音乐选择、功效型产品感官营销设计以及服务场景音乐环境管理等方面提供了具有实践价值的管理启示。
英文摘要：	Background music, as a ubiquitous sensory element in commercial environments, has been widely used in video advertisements, physical retail, and service settings. Among its attributes, music tempo is one of the most easily perceived and behaviorally influential, and has long attracted attention from both academia and industry. However, existing research has primarily understood the effects of music tempo through the lens of emotional arousal, with limited exploration into the mechanisms by which it influences consumer judgment and purchase decisions via cognitive processing. Furthermore, prior studies have paid relatively little attention to three key marketing contexts: video advertising persuasion, efficacious product evaluation, and service failure management. These contexts correspond respectively to the pre-purchase, purchase, and post-purchase stages of the consumer journey. As a result, both academics and practitioners lack clear guidance on how businesses should select and utilize background music in these contexts. To address this gap, the present research adopts a cognitive processing perspective and conducts three logically connected studies. It examines how background music tempo affects consumer behavioral decisions through three distinct cognitive mechanisms (processing strategy, conceptual metaphor, and responsibility attribution) across the three marketing contexts. The goal is to develop a unified research framework on the cognitive effects of music tempo that spans multiple marketing scenarios. Study 1 focuses on the video advertising persuasion context, corresponding to the pre-purchase stage, where consumers encounter advertisements unintentionally or without prior planning, and the ad must quickly stimulate purchase intent. By analyzing 26,025 user-level video advertising behavioral records from a leading Chinese short-video platform, combined with three scenario-based experiments, the study finds that in promotion-focused advertising contexts, fast-tempo music significantly increases consumers’ perceived time pressure, which in turn strengthens their reliance on heuristic processing strategies and enhances purchase intention for the advertised products. In contrast, in prevention-focused advertising contexts, consumers tend to adopt systematic processing strategies, effectively shielding themselves from the influence of background music tempo, rendering the tempo effect non-significant. Perceived time pressure and processing strategy play a serial mediating role. Study 2 examines the efficacious product evaluation context, corresponding to the purchase stage, where consumers have decided to buy an efficacious product but cannot directly verify its actual performance and must rely on external cues to infer product efficacy. Through three scenario-based experiments, one Implicit Association Test (IAT), and a field experiment on Facebook, the results show that fast-tempo background music significantly enhances consumers’ efficacy inference for efficacious products and subsequently increases purchase intention. The IAT confirmed the existence of the subconscious conceptual metaphor “fast tempo = powerful.” Additionally, the difficulty of obtaining key product ingredients moderates this effect: when the brand emphasizes high difficulty in acquiring core ingredients, the positive impact of fast-tempo music on efficacy inference and purchase intention is significantly strengthened. The Facebook field experiment further supports the external validity of this effect in real commercial environments. Study 3 investigates the service failure management context, corresponding to the post-purchase stage, where consumers have completed the purchase but experience dissatisfaction due to service issues. Through scenario experiments covering three types of service failures, the findings indicate that, compared with fast-tempo music, slow-tempo background music activates consumers’ holistic thinking, encouraging them to evaluate the causes of service failure from a broader, more multifaceted perspective. This reduces responsibility attribution to the service provider and subsequently lowers intentions to leave negative reviews or file complaints. Holistic thinking and responsibility attribution serve as serial mediators in the relationship between background music tempo and consumers’ punitive behavioral intentions. This research employs a multi-method approach, including large-scale real advertising data analysis, scenario experiments, Implicit Association Tests, and field experiments, to ensure both internal and external validity. The total number of valid experimental participants across formal studies was 1,938. When including real behavioral data and field experiment observations, the total sample exceeds 44,000 records. Specifically, Study 1 includes analysis of 26,025 real advertising behavioral records plus three scenario experiments (565 valid participants); Study 2 comprises three scenario experiments, one IAT (853 valid participants total), and a Facebook field experiment involving approximately 13,511 users; Study 3 consists of three scenario experiments (520 valid participants). All experiments recruited participants via the Credamo platform, with samples covering both university students and general social populations to enhance the generalizability of the findings. In summary, this research reveals how background music tempo influences consumer behavioral decisions through different cognitive pathways in three important marketing contexts: video advertising persuasion, efficacious product evaluation, and service failure management. These contexts span the pre-purchase, purchase, and post-purchase stages of the consumer journey. Theoretically, it extends existing literature on sensory marketing, video advertising, and service failure management by broadening the application boundaries of background music tempo theory across diverse marketing contexts and deepening the understanding of how auditory environmental cues affect consumer cognitive processing and decision-making. Practically, the findings provide actionable managerial insights for businesses in selecting background music for video advertisements, designing sensory marketing for efficacious products, and managing music environments in service settings.
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